P1 Explain the key roles and responsibilities of the marketing function

Table of Contents

Introduction.. 3

LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation. 3 P1 Explain the key roles and responsibilities of the marketing function. 3 P2 Explain how roles and responsibilities of marketing relates to the wider organizational context. 4 Impact on External Environment. 4 M1 Analyze the roles and responsibilities of marketing in the context of the marketing environment. 6 M2 Analyze the significance of interrelationships between marketing and other functional units of an organization. 7 The Interrelationship between marketing and other Functional Units. 8 D1 Critically analyses and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organization. 9

Strategic Marketing Plan.. 10 LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives. 10 P3 Compare the ways in which different organizations apply the marketing mix to the marketing planning process to achieve business objectives. 10 7Ps of Marketing Mix. 10 M3 Evaluate different tactics applied by organizations to demonstrate how business Objectives can be achieved  14

Marketing Plan.. 15 LO3 Develop and evaluate a basic marketing plan.. 15 P4 Produce and evaluate a basic marketing plan for an organization. 15 Structure and Development of Marketing Plans. 15 M4 Produce a detailed, coherent evidence-based marketing plan for an organization. 15 D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives  15

Conclusion  18

References and bibliography.. 19

Introduction

The marketing analysis is essential for the companies in order to gain insight of the current competitive condition of the market. Marketing analysis helps in identifying the gaps and opportunities and enables the marketing leaders to take informed decisions (Smith, 2016). This paper is based on analysing the marketing conditions of the selected business which is Shish Shawerma.

LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation.

P1 Explain the key roles and responsibilities of the marketing function

Brief Description of the definition

I am working as the assistant marketing manager of Shish Shawerma, Being the assistant marketing manager, I am required to be completely aware of the marketing situation and am required to update the marketing manager accordingly as per the prevailing situations of the current market in which the company is operating. This report is designed for the marketing manager of the Shish Shawerma. Serving in capacity of assistant manager, this report is focused towards presenting the marketing analysis of Shish Shawerma to the marketing manager.

Overview of the Organization

Shish Shawerma is the largest fast food restaurant in UAE. The restaurant aims to provide the unique and fresh tastes with the ingredients that can appeal for satisfying the diverse culture of the residents in all over UAE. It provides the clean and well-presented eatery options to the customers. Shish Shawerma has started the office and home delivery as well (Salih, 2018). It has a private corporation of catering with mobile Shawerma kitchen operations that supports and entertains the largest scale events. The marketing analysis will help in achieving the positive results from marketing mix activities and from the relevant marketing theories.

Marketing Department of Shish Shawerma

Marketing can be defined as the activity which a company undertakes for buying and selling of services and products. Marketing includes selling, advertising, and the delivery of the products to the customers (Kotler, Bowen, Makens and Baloglu, 2017). In Shish Shawerma, marketing function ensures that the product is being appropriately placed in the market and is meeting the requirements of the customers. In Shish Shawerma marketing deals with the branding and publicity of the product in the market and increases the involvement of the customers with the offered services and products. The marketing department of Shish Shawerma helps in building the strategies that can be implemented for satisfying the target market and adopting different theories to compete in the competitive market.

Current and Future Trends of Marketing

The marketing trend with the changing conditions of the market has been changing constantly. The marketing department of Shish Shawerma is therefore, required to take into consideration the current and future market trends while devising marketing opportunities.

Current Trend in Marketing

The current marketing trends on which Shish Shawerma is required to focus upon includes internet marketing, new media marketing and content marketing.

• Internet Marketing: This includes marketing of services and products through the use of digital technologies on internet through display advertsing, phone Apps include range of other digital mediums (Jarach, 2017). Considering the current trends, Shish Shawerma is already engaged in internet marketing. The company is active on Facebook. However, in order to increase its presence, the company is required to focus on paid sponsorship campaign on Facebook. The company is further required to be active on LinkedIn and Twitter in order to increase its customer reach.  
• New Media Marketing Tactics: There are a number of new media marketing strategy which the companies undertake for the promotion of their products. These new media marketing tactics include creating and actively managing profiles on media channels, appointing paid bloggers as the active marketing affiliates, creating efficient content strategy using SEO to reach to maximum numbers of customers (Dib, 2018). Shish Shawerma can invest its efforts in SEO marketing. This can enable the company to enhance its presence through search engine optimization and engaging large number of customers through internet.
• Content Marketing: The companies in the current food industry are actively working on content marketing. Content marketing includes creating, distributing the consistent, relevant and valuable content. Content marketing includes attracting the attention of the relevant customers and to eventually drive the profitable actions of the customers (Aguilar, 2019). Shsish Shawerma is currently not much active in terms of content marketing. The company is required to hire a team of content strategies that can help the company to develop customer engagement on social media through publishing engaging content on social media sites.

Future Trends in Marketing

Following are the future marketing trends which the company is likely to encompass in its marketing strategy for catering the future marketing needs

• Relationship Marketing: The relationship marketing has increased focus on the enhancing satisfaction of the customers and is targeted on customer retention rather than the number of sales which the company has made. Shish Shahwerma is required to work on its communication with customers so that the customers of the company can feel appreciated and can connect themselves with the organization.  
• Societal Marketing: Societal marketing deals with analyzing and working towards fulfilling the corporate social responsibilities of the customers for the welfare of the public. In this context, the company’s achievement includes designing the quality products which can provide short and long term benefits to the customers (Kotler et al, 2017). Considering this future trend Shish Shawerma is required to provide good quality and healthy food to the customers as per the international food standard. Furthermore, initiating a campaign to feed the poor might help the company to conduct societal marketing in an effective manner.  
• Ethical Marketing: This kind of marketing is also one of the future trends of marketing. It can be defined as the process in which the company is required to generate interest of the customers in the services and the products, to establish strong relationship with the customers and  to create increased value for all stakeholders through including social and environmental considerations in the promotion of the products (Perreault, 2018). For instance Shish Shawerma is required to include healthy options with less fatty elements in its products and to market is accordingly in order to keep the customers intact and in order to promote overall health and wellbeing of the society.

Key roles and responsibilities of the marketing function

The marketing function is mainly concerned with buying and selling of goods for satisfying the needs of the customers. The key roles and functions of the marketing includes transporting the goods where they are needed, storing the goods, collecting market information for filling the customer’s needs (Lidstone, and MacLennan, 2017). In the wider context, the marketing functions also includes identifying the requirements of the customers, anticipating customers’ demands and identifying the ways in which the profit can be maximized (Ahmed Zebal & Goodwin, 2012). The description of the key roles and responsibilities of marketing function are as follows.

• Identifying the requirements of Customers

The marketing function is responsible for identifying the changing needs of the customers. It is primarily focused towards identifying the needs, wants, attitudes and habits of the customer and towards carefully analysing the data to identify what the customers are actually demanding in the market place (Balaji, 2014).

• Anticipating Customer Requirements

The marketing department is also responsible for anticipating the requirements of the customers. Anticipating customers’ requirements can provide the organisation with first mover advantage and can help the organisations to meet the demands and needs of the customers (Bansal & Taylor, 2015).

• Satisfying customers’ needs

This is the prime role of the marketing function to satisfy the needs of its customers. The marketing must identify the products that can satisfy the needs of the customers and can offer them value for money (Chaffey & Ellis-Chadwick, 2016).

• Making Profit

Marketing function is responsible to devise new and innovative ways to sell its products to the customers. This can include providing the customers with the value added packages which can not only provide the customers the value for money but can also increase the overall sales and profit of organisation (Chikweche & Fletcher, 2013).

The role of marketing of Shish Shawerma can be seen in providing the situation analysis strategy. It helps in refining the corporate goals and producing marketing objectives for the company and for the customers as well. The company provides corporate level, objectives that include cost saving, profitability, and growth in the market share. The corporate objectives are used for translating the objectives and measuring the marketing objectives (Lidstone and MacLennan, 2017). For instance, the marketing objectives are used for introducing the new products and flavors of Shawerma that can lead the marketing I supporting the corporate goals on profitability. The marketing function of Shish Shawerma is also actively involved in growing the overall market share through identifying the potential target areas. The marketing function of Shish Shawerma is also engaged in analyzing the demand and supply of its products.

P2 Explain how roles and responsibilities of marketing relates to the wider organizational context

Marketing functions remains same for both B2B and B2C businesses. For both types of businesses, the marketing function included direct marketing, public relations, advertising, events, and internet marketing word of mouth (Peck, et al., 2013). Below is the structure of marketing department of Shish Shawerma is as follows

For Shish Shawerma, it is the prime focus of the organization to remain in coordination with other functions of the organization in order to come up with better marketing strategy. This can help the organization in achieving its desired business objectives with respect to its B2B and B2C business activities. The interrelationship between different functions of the marketing contribute towards development of an efficient marketing strategy that can address the wider needs of the customers.

Marketing Process

The marketing involves a number of activities and processes that are linked with the initiation of the product journey to the place of production and consumption. In the marketing environment, the marketing function is focused towards linking the producers with the consumers (Smith, 2016). The marketing process further includes developing effective strategy for four marketing Ps and implement the strategy to retain the old customers and for attracting new customers.

• Product: The marketing department is required to design the product that can meet the customer’s needs(Miller, 2017).
• Place: Marketing process further includes placing the product in the market at the right place where it can be easily reach to the customers.
• Promotion; It includes adoption and development of effective promotional tools and medium for attracting maximum number of customers.
• Price: Marketing process is furthermore focused towards pricing the product right as per the competitive market price in order to make it affordable for the customers (Salih, 2018).

Marketing Process of Shish Shawerma

Considering the market environment of Shish Shawerma, the marketing function of the organization is focused towards formulating an effective market plan that can meet the needs of the changing taste of the customers.  It is also focused in devising a plan that can comply with the laws and regulations of the land. The organization is required to design the product that can meet that is at par with the diverse customers taste. It is also required to set the prices accordingly which is compatible with the current market prices.  The marketing functions is further responsible to comply with the ISO 22000 standards while providing suggestions for the new products. In the market environment, the marketing function of Shish Shawerma is also required to analyze the changing needs of the customers and suggest the product to design the products that can cater the customer’s needs (Christopher, et al., 2013; Sabou, 2010). The marketing process of Shish Shawerma focuses on use of marketing tools that best contribute towards promoting their product in the targeted marketing segment. Shish Shawerma has outlets which are on the busy streets thus helping the customers to easily reach to their products.

The Interrelationship between marketing and other Functional Units

The interrelationship between the marketing and other functional units are as follows

• Marketing and Finance

Marketing strategies and the relevant plans should be in particular budget. This includes taking into consideration the profit and cost margin of the brand, product line and product etc.) The finance function of Shish Shawerma provides the marketing department with the defined budget in which the marketing department can conduct their marketing campaign within the defined cost. The finance department also provide the marketing department with the information relating to the cost that can be included for carrying out the marketing activity. Furthermore, the marketing department of Shish Shawerma is required to be in contact with the finance department in order to know the current financial position of the business so that the marketing activities can be carried out accordingly (De Vries, et al., 2012).

• Marketing and Human Resource

The prime function of HR department is to work for the welfare of the employees and to recruit the right candidate for the right job in the given budget. The marketing department of Shish Shawerma is linked with the HR department to ensure that the vacancies are filled on time and that the right candidates has been selected for joining the marketing team. Also the marketing department co-ordinates with the HR department to ensure that the candidates have been provided with the sufficient training opportunities that can help the candidates to address the current challenging conditions of the market. The HR of Shish Shawerma further provide the employee performance feedback to the marketing department for evaluating the performance and for evaluating whether the target has been achieved. Also HR helps the marketing department to ensure that the employees of marketing department are working in satisfactory conditions and that their individual goals are adequately aligned with the organizational goals (De Vries, et al., 2012).

• Marketing and Production Department and Operations

The production department is mainly concerned with the development of new products and related operations. The marketing department of Shish Shawerma works in collaboration with the production department and the operations department to ensure the development of the product that can satisfy the taste buds of the customers. The market and product department of Shish Shawerma works together to research the new tastes that can be developed in their existing products. Marketing department works with the operations department to ensure that the functions of the organization are in line with the marketing and business objective. Further both the departments in Shish Shawerma works in collaboration to ensure that the marketing plan is sufficient for operations and the related production schedule. Also, both department work together for sourcing quality raw materials from the suppliers for providing quality products to the customers (Kaufman & Horton, 2014).

• Marketing and Customer Service

Marketing and customer service are the important functions of an organization. Both the functions work together for assessing that whether the customers are satisfied with the products and the services. The customer service department of Shish Shawerma provides customer feedback to the marketing department to help in development of new product. In Shish Shawerma, both the departments work together for building positive relationship with the customers (Hayrynen, 2014).

• Marketing and IT

Marketing department and IT department works together to ensure the attainment of the marketing and organizations objective in the best possible manner. It department works in collaboration with the marketing department to ensure that, all the functions of marketing department are equipped with recent technological advances and that all the functions are working as per the current needs of the market.  

M1 Analyze the roles and responsibilities of marketing in the context of wider marketing environment

Impact of Internal Environment

The analysis of the internal environment of Shish Shawerma can contribute towards formulating a better and effective marketing plan for the organization

Figure 1 (Christopher, et al., 2013)

• Strengths:
• The major strengths of Shish Shawerma includes its menu which is specific to the taste of UAE customers.
• The location of the Shish Shawerma outlet is another strong feature of the company that enables the company to attract the attention of maximum number of customers.
• Weakness
• The company product offering caters the needs of limited customer segment
• The company has only small number of outlets thus providing space to the competitors to attract the customer attention
• Opportunities
• Shish Shawerma has the opportunity to include new product range that can meet the needs of the customers belonging from different geographical regions
• The company has the opportunity to expand its business further in UAE market through opening large number of outlets.  
• Threats
• The competitors in the food industry of UAE are increasing rapidly. This is the biggest threat for the business which can cause the business to lose its customers

Impact on External Environment

There are two models which are presented below that can help in analyzing the external environment of Shish Shawerma

Porters Five Forces

• Competitive Rivalry

Fast food business is one of the most attractive investment for the investors. Shish Shawerma is operating in the marketing where there are highly competitive players such as KFC, MacDonald’s, Pizza Hut etc. including others who are not only operating in the UAE market but are also operating on the international level. Therefore, the competitive rivalry for Shish Shawerma is high.

• Threat of New Entrants

Fast food industry is very attractive. There are many investors who are entering into the industry after taking into consideration the profit margin that the industry provides. This has increased the threat of new entrants for Shish Shawerma. In order for the company to manage this threat, Shish Shawerma is required to establish its reputation on the basis of its unique taste which can be difficult for the competitors to replicate.

Figure 2 (Sabou, 2010)

• Bargaining Power of Suppliers

A number of supplier of raw material of fast food are operating in the market. Thus the suppliers dictate their own term when they are carrying on transactions with the medium or small size organizations. Considering the current situation of Shish Shawerma in the market, the bargaining power of the suppliers is medium. At times the company has to work on supplier’s term and there are times when the company dictates its own terms.

• Bargaining Power of Buyers

The bargaining power of buyers in the fast food industry is high. There are many buyers who are available with a number of options to purchase their fast food from. Thus the bargaining power of the buyers is high and the company has to set the prices which are competitive to the market.

• Threat of Substitute Products   

Threat of substitute products for Shish Shawerma is high. There are many competitors in the UAE market who are providing the customers with same quality of food in the affordable prices. Thus Shish Shawerma is required to work on its unique recipes to manage the threat of substitute products.

PESTLE Analysis

The impact of the external environment on the marketing plan of Shish Shawerma can be described with using PESTLE analysis:

Figure 3 (Balaji, 2014)

Factors	Analysis
Political	The political factor will be applied mostly to the labor laws of Shish Shawerma. It will help in paying the employees with the least skills with around 1500 AED. The company is considered in the fast food restaurant industry therefore, it will need to improve the import of raw material for the products in facing the political problems.
Economic	The reduction within the size economy will affect the business operations. It seems that the economy in getting the smaller people to become unemployed and the GDP of the country become decreasing. The people will buy less and eat outside the malls as it is somehow expensive. The amount of tourism of the country will affect the business by the means of tourism in the malls of UAE.
Social	UAE is the country which is known as full of entertainment place for the tourists. It is known as the multicultural country for the people living inside and having different culture from each other. Therefore, the company will provide different products according to the different tastes of the people. Some of the people are not aware of the name and taste of Shawerma as well in UAE.
Technological	The good technological environment will help the business in competing within the competitive market. It will help Shish Shawerma in becoming more competitive. The company will have accurate and appropriate designing of machines in making and delivering the Shawerma. This seems affecting the costs of the business as well.
Legal	The legal environment of UAE provides conducive environment for the businesses to conduct its operations. The laws and regulations related to regulation of food products are stringent which is required to be followed by the Shish Shawerma. Furthermore Shish Shawerma is required to follow ISO 22000 for maintaining its overall quality of food.
Environmental	The environment of UAE is dry. The region experiences rains on the occasional basis. The environment is not much prone to environmental disasters. Sand storms are common occurrence in certain regions of UAE. The environment therefore provides supportive situation for the fast food business like Shish Shawerma to conduct its operations in an effective and efficient manner.

M2 Analyze the significance of interrelationships between marketing and other functional units of an organization

Marketing functions works closely with other functional units of the organizations. For instance, marketing department works closely with finance department. Marketing function usually requires economic resource for carrying out the planning, research, implementing the marketing plan and marketing strategies for designing successful marketing plan. This requires proper cooperation and coordination with the finance and other departments to ensure that all the departments are working on the joint objective to meet the goals of the organization. The marketing department requires appropriate and up to date product description in order to devise the marketing strategy for the target market. Marketing department works with the human resource department to hire the right talent that can help the company in devising effective and efficient marketing plan. It also contribute towards analyzing whether the marketing objectives and the devised marketing plan and objectives are complying with the business objectives of the organization.

D1 Critically analyses and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organization.

In Shish Shawerma, the dependency of a number of marketing decisions includes involvement of other business functions in order to come up with the informed and prudent business decisions. The efficient and effective working of marketing decisions requires the role and involvement of other functions in the implementation and designing of marketing models, planning and control, and implementation of effective marketing strategies.

The interrelationship of the departments and their joint working contribute towards achieving the overall goals of the organization in an effective manner. The marketing function works with the production department to make sure that the required and quality raw products are being procured. The interrelationship with other functional units enables the marketing function to devise the strategies in order to engage all the relevant stakeholders for achieving business objectives. It can help in reaching the scope of the market planning with annual business operations. The interrelationship of the functional units can help the organization to focus on coping with the change in the UAE fast food industry (Dunne, et al., 2010). It can contribute towards applying geographical based approach, product-based approach, business unit approach; focus on segmentation to devise optimum marketing mix. The functional units are responsible on providing large organizations to integrate with number of plans that are specific for the individual part of the business (Zhang et al., 2019). It helps Shish Shawerma in planning the practical processes at divisional and individual company level.  (Dib, 2018).

However, considering the importance of working of marketing department with other organizational functions, it is required to acknowledge that in certain situations, all interlinks between the functions are not necessarily advantageous for the organization. This is because, there are certain situations, where the activities and functions of the organizations have different perspectives and conflicting interest. This can lead towards organizational conflict rather than efficient and effective organizational working (Bansal & Taylor, 2015).

Strategic Marketing Plan

LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives

P3 Compare the ways in which different organizations apply the marketing mix to the marketing planning process to achieve business objectives

7Ps of Marketing Mix

This section is focus on analyzing the application of marketing mix by different organizations. For the purpose of this activity, KFC marketing mix has been compared with that of Shish Shawerma in order to analyze the different implementation of the elements of marketing mix and their relative outcomes.

Marketing mix is most generally used by the marketing managers for analyzing the current situation of the market and for developing marketing plan. Initially, the focus of the organizations were used to be on four Ps which includes price, place, product and promotion. But with the evolving strategic role of marketing, it was considered necessary to include other aspects that can ensure in achieving the long term goals of the organization. The extended three Ps include process, people and physical evidence. These three Ps has contributed towards providing insight on the strategic role of marketing and has enabled the organizations to increase focus on the three Ps in order to continue enjoying better market situations. The extension of the three Ps has also enable Shish Shawerma to increase focus on improving its process, people and physical evidence in order to provide its people with the value for money and in order to enjoy competitive edge in the market.

The marketing mix for defining the objectives of Shish Shawerma can be defined through using 7Ps of marketing which is evaluated as:

Source: (Jarach, 2017)

       I.            Goals and Objectives of Shish Shawerma and KFC

Name of Companies	Goals	Objectives
Shish Shawerma	To provide the customers with best taste and to become the market leader	To deliver the consistent food quality to the customers (shishshawerma, 2020)
KFC	To be leading integrated food services	To deliver excellent quality product and consistent customer focused services (KFC, 2020)
McDonalds	To serve food of great value to its customers in fun and friendly environment	To maximize growth, to provide best value to the shareholders and to maintain sustainable growth year after year (McDonalds, 2019)

The goals of the KFC and Shish Shawerma are almost same, that is to become market leader. However, in the case of McDonalds, the company is focused towards providing value to the customers. Thus the marketing strategy of McDonalds is focused on sustaining growth whereas KFC and Shish Shawerma is focused towards maintaining the quality of their products

    II.            Differences in their products/services offered-

Name of Companies	Products/ Services Offered
Shish Shawerma	Shish Shawerma sells a wide range of products with different flavors to the customers. It helps in attracting the customers and reaching to the target market in efficient ways. It also have some different products like sandwiches, burgers, wraps, and fries for the customers. The company also offer some desserts like ice creams, sundae, shakes, etc to attract the customers towards the marketing plan. The restaurants has announced the pledge for long-term planning which helps in increasing the nutrition value in the products and the variety and quality of food remains healthy for the customers (shishshawerma, 2020).
KFC	KFC on the other hand have burgers as part of its major food offerings. KFC deals in the fried chicken items mostly and offers a range of dishes for breakfast, lunch and dinner. The main product offerings other than its signature burger includes Chicken Fillet burger, salads, potato fries, wraps, disserts and items that can constitute the lunch, brunch and meal item for the customers. KFC also have introduced a wide variety rice bowl, chicken zinger burger and fried fillet. The company has introduced a number of food items as per the different taste of the regions. This has further enabled KFC to provide its customers value for money and to offer the products that can satisfy the taste buds of different customer segments (KFC, 2020).
McDonalds	McDonalds is amongst the leading fast food chain restaurant. The company offer to its customer a number of products which include disserts, shakes, salads, drinks, chicken, fries and sandwiches. The company has variety of options to offer its customers which also include quarter pounder with cheese, vanilla shake, vanilla cine, Hot caramel sundae and many others. Further it has further included the products that meets the taste needs of the customers which are belonging from diverse backgrounds (McDonalds, 2019)

Considering the product offering of the three organizations, it has been observed that product offering strategy of Shish Shawerma is different as compared to KFC and McDonalds. KFC and McDonalds, being the market leader has integrated a number of product options for its customers. Shish Shawerma is required to extend its product offerings in order to serve larger number of customer base

 III.            Difference in their Pricing Tactics

Name of Companies	Pricing Tactics
Shish Shawerma	The restaurant Shish Shawerma follows the cost leadership business strategy that helps in providing the foods and drinks on large scale. It will help in competing the competitive market as well. The fast food restaurant have a chain in all over UAE that helps in increasing the possibilities for dining the fraction of costs and changing the majority of the products from other restaurants as well. There must be affordable prices that can help the people to make their visit again to the restaurant. The products are provided in different sizes that have different prices as well (shishshawerma, 2020)
KFC	KFC has kept its prices competitive to the market. The company has offered all its food items at affordable prices.  The KFC from the time of its inception has lowered its prices to meet the need of the targeted lower income group. They also offer value deals to the customers to offer the products which offer great value for money. The offering of combos and bundles enables KFC to meet the need of its different market segment (KFC, 2020).
McDonalds	McDonalds uses a range of techniques for selling their product. The company uses, going rate, price discrimination strategies, value pricing, cost plus pricing to set the prices for different customer base. However, the overall aim of the company is to offer the products to the customers at competitive market rate (McDonalds, 2019)

KFC and McDonalds uses a range of price techniques to meet the demands of wide range of customers. Both the companies are well versed in designing a range of pricing strategy to meet the needs of diverse market segment. Shish Shawerma is still using traditional pricing tactics.

 IV.            Difference in their Place Tactics- Supply Chain and Logistics

Name of Companies	Place tactics- Supply Chain and Logistics
Shish Shawerma	The restaurant needs to apply the aggressive expansion of the business strategy. The company aims to establish the presence in the market with its presence in all over the areas in UAE. The restaurant have the best locations within the marketplace which provide the customers best experience of having the Shawerma. It be according to provide the better environment and convenience to the customers. It be helpful by building quality restaurants around the sea corners, in the shopping malls, outside the parks etc. (shishshawerma, 2020). Furthermore, the company has adopted various delivery strategies for different countries (shishshawerma, 2020)
KFC	KFC is present all over the world. The company in the UAE region has about 108 outlets through which it offers its products to its customers. The outlets are open around every corner of the super busy streets to grab the attention of maximum numbers of customers (KFC, 2020).
McDonalds	McDonalds is conducting its operations in a number of countries. The company has different distribution strategy in different countries. In some countries, home delivery option is available for the customers. Additionally, the company has partnered with UberEat and has started to deliver its products through Uber to serve larger customer base (McDonalds, 2019).

KFC and McDonalds are operating in different countries and both the companies have adopted different strategies to meet the need to larger market segment. However, Shish Shawerma is restricted in one location. The company also offer food delivery option but usually it provides dine in option for its customers.

    V.            Differences in their Promotion Tactics- Communication mix and Promotional tools

Name of Companies	Promotion- Communication Mix and Tools
Shish Shawerma	The restaurant Shish Shawerma apply promotional strategies like advertisements as one of the most notable techniques. The restaurant use newspaper, television, and magazines for promoting the services. It is helpful to use social media advertising for the customers to attract them especially young age people living in UAE towards Shawerma. The company uses different techniques for sales promotion like buy one get one free schemes for the customers. It can also give some discounts that can help in attracting the customers. The restaurant can also offer discount vouchers outside the malls and educational institutions to the students for attracting them towards the quality and services (shishshawerma, 2020).
KFC	The promotional strategy of KFC is slightly aggressive. The company conducts its marketing and advertisement campaigns through traditional and social media which helps the company to target larger number of customer base from all over the world. The company use attractive taglines such as Finger linking well, Nobody does chicken like KFC and other such tag lines to reinforce the brand image in the minds of the customers (KFC, 2020).
McDonalds	Creative advertisement is amongst the most notable promotional tactics that McDonalds uses for selling its products. The company uses newspapers, internet, televisions, magazines and social media channels as promotional tools for promoting its products (McDonalds, 2019).

Shish Shawerma still uses very limited promotional tools for promoting its products. Its promotional strategy is limited to the traditional promotional tools and the company needs to integrate the modern promotional tools for enhancing its promotional tactics. KFC and McDonalds on the other uses mix of traditional and modern tools which help both the companies in attracting larger customer base and reinforcing product image in the minds of its customers.

 VI.            Differences in “People” Aspect

Name of Companies	Differences in roles of ‘people’ in marketing, including customer interfacing and support personnel. The different skills, attitudes and behaviour of people delivering the product or service to customers
Shish Shawerma	There are many people working at the restaurants of Shish Shawerma and many other are needed to be appointed in the franchises. The main objective of the restaurant must provide training and development programs to the employees in order to provide outstanding services and attracting more customers towards the products and services. The satisfaction of the employees is essential for the service providers that will helps in compete successfully in the competitive markets as well. The employees are needed in delivery the services with concerning the customer services as well (shishshawerma, 2020).
KFC	KFC believes in quality and the efficient working of its people. The company has well trained staff which deals with the customers in the best possible manner. The company has standard operating procedures which led its customers to work according to the standards and which allows its workers to deal with the customers politely and cater to their needs (KFC, 2020).
McDonalds	McDonald is amongst the biggest employers and provides employment opportunities to a number of people. The company has standard operating procedures and requires its employees to follow the standard operating procedures while dealing with its customers (McDonalds, 2019).

McDonalds and KFC works on standard operating procedures which are same for every region where both the companies are offering their products. The standard operating procedures helps in hiring of the best people for the job and to work accordingly as per the set KPIs. On the other hand, the people at Shish Shawerma are usually internally trained. The standard operating procedures are loosely defined thus often ends up in offering different quality of service at different outlets.

VII.            Differences in Process

Name of Companies	Differences in Systems and processes involved in delivering a consistent service. Different types of processes used to expedite the marketing function.
Shish Shawerma	The process provides the set of activities that are used for achieving something. It will help in delivering the products and services to the customers. It will undertake different strategies that are used for delivering the products and services to the customers. The restaurant must provide delivery services to home and office for the loyal customers that can also help in attracting them towards the purchases of more items from the same restaurant next time. The process sis not limited to the customers in placing their orders and waiting for the food for treating them, customer care assistance (shishshawerma, 2020).
KFC	The processes at KFC is well defined. The company has standard operating procedures which are applicable all over the world. The company keeps a regular check on its processes to maintain its standard services and to offer its customers the best service and product experience (KFC, 2020)
McDonalds	There are a number of processes which have been adopted by the company to deliver its products to its customers. The increase emphasis is however on the food preparation and food delivery process. The company makes maximum effort to make its processes transparent for its customers (McDonalds, 2019).

KFC and McDonald’s process are designed to increase their good will in the market and to cater the needs of the customers. Both the companies have increased focus on transparency in its processes. Shish Shawerma works on the process that currently suits the current business needs. The company is still struggling to design effective process which is more focused on catering the needs and demands of the customers.

VIII.            Differences in the Physical Evidence

Name of Companies	Differences in The tangible aspects of service delivery − visual, aural and olfactory elements.
Shish Shawerma	It is the last element that is essential for implementing the marketing plan (Aguilar, 2019). It refers to the elements that are used for the visitors for experiencing the environment and customers’ experience. The restaurant needs to provide functions that can impress the customers and the employees. It can be some by satisfying them by the interiors and attract them for maintaining the clean and hygiene interiors at the outlets (shishshawerma, 2020)
KFC	KFC has its headquarters in Louseville. The company has many outlets which offers the products to its customer at different locations (KFC, 2020).
McDonalds	The company has increased focus on the physical aspects of its environment. The company offers clean and hygiene interior to its customers (McDonalds, 2019)

KFC and McDonalds both offer clean environment to its customers. Being the internal chains, both the restaurants provide clean, hygienic and attractive environment to its customers. Shish Shawerma also has the focus on providing hygiene and clean environment to its customers. Shish Shawerma is required to work on its interior to make it more attractive for its customers.  

M3 Evaluate different tactics applied by organizations to demonstrate how business Objectives can be achieved

Different marketing tactics are applied by different organizations to create its place in the market. These market tactics not only enables the company to attract their customers but also helps them to retain their customers and to reinforce the brand image in the minds of the customers.

In the case of Shish Shawerma, it has been observed that the marketing tactic of the company is mainly concentrated on the word of mouth marketing and traditional marketing. The banners are placed and the flyers are distributed in the area where it is located. The company also use social media marketing but the level of social media marketing is not at par as compared to the other competitors. The company is therefore required to work aggressively on social media marketing to increase the customer reach and to expand its product knowledge to diverse customer’s base (shishshawerma, 2020).

KFC on the other hand is the world known brand. The company uses all kinds of marketing strategies which includes relationship marketing, internet marketing, word of mouth, traditional marketing, diversity marketing etc. All these marketing tactics include cost and requires heavy investments for the company. But incorporation of all these tactics as part of its marketing strategy has not only allow the company to increase its customers reach but has also enabled the company to increase its customer base in different parts of the world (KFC, 2020).

Marketing Plan

LO3 Develop and evaluate a basic marketing plan

P4 Produce and evaluate a basic marketing plan for an organization

Structure and Development of Marketing Plans

The restaurant will apply the marketing strategy while focusing on increasing the customer’s satisfaction and awareness in the communities of UAE. It will help the company in directing and focusing on the tactics that provides the goals in explaining the standards and qualities of the products. The company will need a strong marketing plan which provides raw material to the vendors as well (Miller, 2017). It will help in building a strong relationship with the stakeholders. The management of the restaurant must provide prominent figure in order to strengthen the business relationship with the industry.

M4 Produce a detailed, coherent evidence-based marketing plan for an organization

Marketing Plan of Shish Shawerma

Mission Statement

To satisfy the all-time hunger of the customers in the reasonable and affordable prices

Objective

• To increase the sales by 20%
• To increase the product offering for the lunch menu
• To increase the overall revenue by 15%  in period of one year

Corporate Level Strategy

In order for Shish Shawerma to achieve the said business objectives, the company is required to allocate the resource effectively in all its business units.

1.      Allocation of Resources

The company in order to diversify its products menu and to increase its sale is required to

• Hire the people with the core competencies in the product development and marketing area of the organization
• The company is required to allocate its capital wisely.  40% of its capital is currently required to be allocated to the diversification of the product items.

2.      Organizational Design

The organizational design needs readjustment in order to attain the defined business objectives.

• All the functions of the organization needs to e=be centralized in order to enhance the decision making for introducing diversified products
• The reporting structure is required to be realigned specially in the food development and marketing area. In the marketing area proper reporting structure is required to be in place in order to ensure the good governance structure and in order to make the marketing area the center of excellence

3.      Portfolio Management

Shish Shawerma is required to diversify its products to cater the needs of different taste requirements of the customers. The company is required to introduce diverse taste products such as rice, combos, chicken curry in the lunch item to meet the need of the customers belonging from diverse background

4.      Strategic Tradeoffs

The company is required to adopt product diversification strategy for managing its risk and for increasing its revenue. Moreover, offering food bundles on quarterly basis can help the company to achieve its target by 5% in the upcoming year.

Business Unit Strategy

In order for the company to achieve its marketing plan, the company is required to adopt three strategies of Ansoff matrix. This includes product development, market penetration and diversification.

(De Vries, et al., 2012)

• Market Penetration

Shish Shawerma in order to increase its sales and its overall revenue, the company is required to adopt aggressive marketing strategy. This includes conducting aggressive marketing campaigns on social media to enhance the presence of its products amongst the customers. This further include engaging in SEO, sponsored promotions on various social media channels to increase the presence of its products

• Product Development

Shish Shawerma is currently dealing in the market segment where it is satisfying the needs of particularly Arab customers. The Fast food items are mostly as per the Arab customer’s taste which is limiting the company to target larger customer base. The company is therefore, required to increase its product offerings and is required to include in its menu the lunch items that can satisfy the taste buds of customers coming from different background. The company can introduce a range of Indian cuisines, and a range of European special lunch items in its product offering to meet the need of large number of customers segment

• Diversification

Shish Shawerma is required to diversify its product range to meet its current marketing objective. The company is required to bring diversification to its current product range in order to compete effectively in the market.

Marketing strategy

The target customer segment of Shish Shawerma includes the customers from all the age group, belonging from different backgrounds and are the residing in UAE. The target market segment also includes the tourists who have come to UAE for tourism purpose

Considering the target market segment the marketing mix of Shish Shawerma should be designed accordingly

• Price: The Company should set the market competitive price. The company should keep the price of its star products such as special Shawerma and Shish special beverages slightly high as compared to other products. The cash cow and dog products, low cost strategy will be appropriate for meeting the needs of the customers.
• Place: The Company should focus on starting low investment small stalls in the busy market areas and shopping malls. This can make it easy for the customers to reach for the company’s product
• Promotion: Adopting social media strategy as the main marketing strategy can help the company to increase its customer reach and to achieve the objectives of its market plan
• Product: The needs to diversify and increase its products range for satisfying large number of customers. This includes offering products bundles such as lunch combos and bunch deals, introducing new cuisines and special European lunch items. This can further help the company in increasing its overall customer range.
• Physical Evidence: The Company needs to be present in more than 20 locations all over UAE. Increase in the product offerings and available market places can help the company to increase its physical evidence and to meet its marketing objectives
• People: Shish Shawerma is required to hire competent workforce in the area of marketing and food development. Hiring of people with proven restaurant experience can help the company to increase value in its product offerings
• Process: Shish Shawerma is required to introduce standard operating procedures in order to enhance the quality of its product and services and in order to meet the current market needs of the customers

D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives

Marketing plan of Shish Shawerma has included all the aspect that can benefit the company in the long run. The inclusion of product development in the market plan can help the company to maximize its customer reach. Addition of new products in its current product offerings can enable the company to cater the needs of diverse range of customers.

However, considering the current marketing plan, it will be difficult for the company to achieve the set financial target of increased sales and revenue in the period one year. Product development usually takes time and it requires almost one and half year to reinforce the product in the minds of the customers. However, being present on different social media networks can enable the company to increase its sales but it will be difficult for the company to achieve the targeted increase in sales by 15%, Having increased focus on the selling and advertisement on the existing product in the marketing plan would have been much beneficial for the company to achieve the set target in the required period of time.

Conclusion

It has been concluded that the marketing plan is essential for the fast food restaurant shish Shawerma that is based in UAE. It is the largest restaurant that can attract many customers towards it with its efficient services and quality products. The marketing plan is provided that will help in sharing the strategies in the market. It will help in achieving the goals within the market as well. The strategies are applied that will help in providing the standard marketing of the restaurant. It seemed helpful for the restaurant for focusing on the techniques and methods of marketing concepts that are useful for explaining the qualities of the products.

                                                                                                                               

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